The company, known for its affordable flights, will introduce the new service with fares as low as $99 one way.

The cheap airfare must be purchased by July 14 for travel by Feb. 13, 2014.

“We congratulate Allegiant on the launch of their non-stop service that will provide Angelenos with more low-cost choices to Honolulu,” Los Angeles World Airports Executive Director Gina Marie Lindsey said.

The new flights will operate several times a week.

The company has also partnered with more than 40 of Hawaii’s hotels, car rental services and activities for more affordable options for travelers.